Keith Nicks

Ahold Delhaize USA is a $60B+ in revenue grocery retailer that spans across 19 states on the east coast with 225k associates. My organization consist of 1200+ associates across the following areas: Own Brands, Sourcing, Procurement, Retail Media, Business Transformation (ERP), Assortment, eComm Fulfillment and last mile services, Digital marketing, Commercial capabilities and eCommerce merchandising. I am responsible for over $6B in online revenue and a PnL that includes almost $1B in income and over $1B in G&A expenses.

• Shaped the creation of a vendor stratification model that reduced our cost of goods base by over $200M annually within nation brands and over $40M reduction in Own Brands
• Built a retail media and supply chain efficiency program that has grown to close to $1B in income annually.
• Created a new Own Brands portfolio architecture that shifted revenue growth by over 300 bps in one year and grew the portfolio to over $16B in annual revenue
• Built the strategy and gained board approval in a multi-year ERP transformation with an investment envelope over $500M
• Led the build and transition for a global ad tech platform across the total group which led to over 40% retail media income growth in year one.

Responsible for powering the technology(platforms) and functionality of mobile applications, websites and click-and-collect experiences for the local brands of Ahold Delhaize USA. My team also provides data, analytics and insights services to the brands to enable them to deliver personalized experiences to customers and lead third-party e-commerce fulfillment partnerships for ADUSA companies.

• Developed and integrated a comprehensive omnichannel strategy across five grocery brands on the east coast that drove eCommerce revenue from $800M to over $6B in 5 years.
• Led digital technology, product management, retail media, eMerchandising, data analytics, digital marketing, and eCommerce fulfillment organization and went from less than 100 associates to over 700 in 2 years.
• Developed award-winning digital platforms and native mobile apps, achieving over 6M monthly active users, and double digit revenue growth for 6 years straight.
• Developed and executed an eCommerce fulfillment strategy, and became one of the first scaled grocery retailers to achieve profitability within 3 years shifting underlining operating margin by over 600 bps
• Responsible for a $100M+ capital portfolio and a $300M G&A PnL annually

• Designed and launched distinctive loyalty initiatives for 5 brands, producing more than $2 billion incremental revenue each year
• Established initial organization-wide personalization capability through AI and machine learning integrated into the digital experience that drove over $100M in incremental revenue
• Executed complete internalization of campaign operations and ad operations reducing operating expense by over $5M annually
• Doubled brand team's ROAS through personalized off-site media using 1st party data sources
• Established initial retail media practice for organization leading to doubling of complementary revenue streams to over $100M
• Responsible for a $30M capital budget